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Bass Pro Shops' Checkout UX

This is a usability benchmark of the checkout experience of Bass Pro Shops and 49 other sites. The overall performance of Bass Pro Shops is mediocre. Notably, Bass Pro Shops' checkout performance is hampered by broken Order Confirmation & E-Mail and Shopping Cart & “Added to Cart” Behavior, although this is helped somewhat by state of the art User Attention & Interactions and good Address Validators.

Rank: #18 of 50

Usability Score: 414

URL: basspro.com

Reviewed by: Lauryn Smith

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 414

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: -1.2

“Broken” Performance
Guideline #4: Issue Resolved · Score: 12.0
Guideline #5: Violated Low · Score: -6.0
Guideline #6: Issue Resolved · Score: 12.0
Guideline #7: Adhered Low · Score: 6.0
Guideline #8: Violated High · Score: -16.7
Guideline #9: Adhered High · Score: 12.0
Guideline #10: Violated High · Score: -12.0
Guideline #11: Violated High · Score: -12.0
Guideline #12: Violated Low · Score: -6.0
Guideline #13: Adhered High · Score: 9.6
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Account Selection & Creation

9 Guidelines · Score: 47.8

Guideline #14: Adhered High · Score: 16.7
Guideline #15: Violated Low · Score: -8.4
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Adhered Low · Score: 8.4
Guideline #18: Adhered High · Score: 12.0
Guideline #19: Adhered Low · Score: 6.0
Guideline #20: Adhered Low · Score: 6.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Adhered High · Score: 7.2
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Customer & Address Information

12 Guidelines · Score: 23.9

Guideline #23: Adhered High · Score: 16.7
Guideline #24: Adhered High · Score: 19.1
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Violated High · Score: -16.7
Guideline #27: Issue Resolved · Score: 16.7
Guideline #28: Violated High · Score: -12.0
Guideline #29: Adhered High · Score: 12.0
Guideline #30: Violated Low · Score: -6.0
Guideline #31: Violated Low · Score: -3.6
Guideline #32: Violated High · Score: -9.6
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Adhered High · Score: 7.2
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Gifting Flow & Features

5 Guidelines · Score: 9.6

Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Adhered High · Score: 12.0
Guideline #37: Violated Low · Score: -6.0
Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Adhered Low · Score: 3.6
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Shipping & Store Pickup

11 Guidelines · Score: 23.9

Guideline #40: Adhered High · Score: 16.7
Guideline #41: Adhered High · Score: 14.4
Guideline #42: Violated High · Score: -12.0
Guideline #43: Adhered High · Score: 12.0
Guideline #44: Violated Low · Score: -4.8
Guideline #45: Violated Low · Score: -2.4
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
Guideline #50: Not Applicable · Score: 0.0
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: 26.3

Guideline #51: Neutral · Score: 0.0
Guideline #52: Adhered Low · Score: 7.2
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Neutral · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Adhered High · Score: 9.6
Guideline #57: Adhered High · Score: 9.6
Guideline #58: Not Applicable · Score: 0.0
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Credit Card Form

10 Guidelines · Score: 37.1

Guideline #59: Adhered High · Score: 16.7
Guideline #60: Violated High · Score: -16.7
Guideline #61: Adhered High · Score: 16.7
Guideline #62: Adhered High · Score: 12.0
Guideline #63: Issue Resolved · Score: 12.0
Guideline #64: Neutral · Score: 0.0
Guideline #65: Violated Low · Score: -6.0
Guideline #66: Adhered Low · Score: 4.8
Guideline #67: Violated High · Score: -7.2
Guideline #68: Adhered High · Score: 4.8
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Order Review

5 Guidelines · Score: 16.7

Guideline #69: Adhered High · Score: 16.7
Guideline #70: Not Applicable · Score: 0.0
Guideline #71: Not Applicable · Score: 0.0
Guideline #72: Not Applicable · Score: 0.0
Guideline #73: Not Applicable · Score: 0.0
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Order Confirmation & E-Mail

4 Guidelines · Score: 0.0

“Broken” Performance
Guideline #74: Violated High · Score: -12.0
Guideline #75: Adhered Low · Score: 4.8
Guideline #76: Adhered High · Score: 7.2
Guideline #77: Neutral · Score: 0.0
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Page Design

6 Guidelines · Score: 29.9

Guideline #78: Adhered Low · Score: 6.0
Guideline #79: Not Applicable · Score: 0.0
Guideline #80: Adhered High · Score: 9.6
Guideline #81: Not Applicable · Score: 0.0
Guideline #82: Adhered High · Score: 7.2
Guideline #83: Adhered High · Score: 7.2
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User Attention & Interactions

6 Guidelines · Score: 67.0

“State of the Art” Performance
Guideline #84: Adhered High · Score: 16.7
Guideline #85: Adhered High · Score: 12.0
Guideline #86: Adhered High · Score: 12.0
Guideline #87: Adhered High · Score: 12.0
Guideline #88: Issue Resolved · Score: 14.4
Guideline #89: Not Applicable · Score: 0.0
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Cross-Sells

4 Guidelines · Score: 20.3

Guideline #90: Issue Resolved · Score: 16.7
Guideline #91: Violated High · Score: -12.0
Guideline #92: Adhered High · Score: 12.0
Guideline #93: Adhered Low · Score: 3.6
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Form Design & Features

8 Guidelines · Score: 28.7

Guideline #94: Not Applicable · Score: 0.0
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Neutral · Score: 0.0
Guideline #97: Violated High · Score: -12.0
Guideline #98: Adhered High · Score: 14.4
Guideline #99: Adhered High · Score: 12.0
Guideline #100: Violated High · Score: -7.2
Guideline #101: Adhered High · Score: 4.8
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Validation Errors & Data Persistence

6 Guidelines · Score: 3.6

“Broken” Performance
Guideline #102: Adhered High · Score: 19.1
Guideline #103: Violated Low · Score: -9.6
Guideline #104: Violated Low · Score: -8.4
Guideline #105: Adhered High · Score: 16.7
Guideline #106: Not Applicable · Score: 0.0
Guideline #107: Violated High · Score: -14.4
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Address Validators

4 Guidelines · Score: 21.5

Guideline #108: Adhered High · Score: 14.4
Guideline #109: Adhered High · Score: 14.4
Guideline #110: Violated High · Score: -7.2
Guideline #111: Not Applicable · Score: 0.0
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Field Labels & Microcopy

7 Guidelines · Score: 13.2

Guideline #112: Violated Low · Score: -9.6
Guideline #113: Adhered High · Score: 16.7
Guideline #114: Adhered High · Score: 12.0
Guideline #115: Adhered High · Score: 9.6
Guideline #116: Violated High · Score: -12.0
Guideline #117: Not Applicable · Score: 0.0
Guideline #118: Violated Low · Score: -3.6
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Field Design & Features

8 Guidelines · Score: 4.8

“Broken” Performance
Guideline #119: Adhered High · Score: 16.7
Guideline #120: Violated High · Score: -12.0
Guideline #121: Adhered High · Score: 12.0
Guideline #122: Violated High · Score: -12.0
Guideline #123: Neutral · Score: 0.0
Guideline #124: Violated Low · Score: -3.6
Guideline #125: Violated Low · Score: -3.6
Guideline #126: Issue Resolved · Score: 7.2
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Default Values & Autocompletion

8 Guidelines · Score: 57.4

Guideline #127: Adhered High · Score: 16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Issue Resolved · Score: 14.4
Guideline #130: Adhered High · Score: 12.0
Guideline #131: Not Applicable · Score: 0.0
Guideline #132: Violated High · Score: -7.2
Guideline #133: Not Applicable · Score: 0.0
Guideline #134: Adhered High · Score: 7.2
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All 50 sites were benchmarked across the 134 guidelines from the E-Commerce Checkout usability study. During our evaluation, Bass Pro Shops' checkout process adhered to 66 usability guidelines, violated 35, and scored neutral on 6 occasions, while a remaining 29 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Industry Comparison: Sports, Toys & Hobbies

Overall Bass Pro Shops ranks 18 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 2 in the Sports, Toys & Hobbies industry.

Poor
Acceptable
Good

1. Disney

2. Bass Pro Shops

5. REI

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